We did things a little differently back when the earth was cooling

Spray and pray marketing was what we all did back in the dark ages of, say, 2007. Send the same message to everyone, pray they received it. The only way we really knew a message worked was if a customer took action. We sat by the phones, pining for the fjords. As it were.

Modern marketing tools introduced a better way

New tools evolved. Today, we replaced spray and pray with more precise science, to know which messages were received or ignored, by whom, what actions they took, what website pages they spent time on. Those folks in your CRM became visible. Every marketing tactic’s ROI was suddenly measurable.

Unfortunately, however, most marketers still engage in spray and pray.

What’s the problem with that? With new accountable marketing automation tools, sending the same message to everyone is no longer acceptable. Buggy whip 8-track Hammer pants, unironically.

Our mission to stop spray and pray marketing

Raise your right hand. Swear off. Why? Take a look inside your own database or CRM. You no doubt have many people at different points along the buyers’ journey:

Suspects

Prospects

Maybe Leads

Hot Leads

Customers

Brand Evangelists

withEach of them with different wants. Obviously.

Send the right message, to the right person, at the right time

Imagine being able to send targeted emails with messaging personalized, one-to-one, to each person. Take this messaging strategy example:

Suspect: Send them a short introductory video explaining who you are and your products or services

Hot Lead: Send them a time-sensitive deal if they commit right now

Customer: Send them information about your loyalty rewards program to encourage repeat business.

Each message and touchpoint become more personalized and effective when you ditch spray and pray marketing.